• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Journal articles
    • View Item
    • Home
    • Griffith Research Online
    • Journal articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Effect of gender on customer loyalty: a relationship marketing approach

    Author(s)
    Ndubisi, Nelson Oly
    Griffith University Author(s)
    Ndubisi, Nelson Oly OO.
    Year published
    2006
    Metadata
    Show full item record
    Abstract
    Purpose - This paper aims to investigate the role of gender in the association of relationship marketing underpinnings (namely trust, commitment, communication, and conflict handling) with customer loyalty. Design/methodology/approach - Data for the research were collected through a survey of customers of banks in Malaysia. Hierarchical Multiple Regression Analysis (HMRA) was used to estimate the moderation effect of gender in the RM-customer loyalty relationship. Findings - The results show that the four underpinnings of relationship marketing are directly associated with customer loyalty. Significant gender difference ...
    View more >
    Purpose - This paper aims to investigate the role of gender in the association of relationship marketing underpinnings (namely trust, commitment, communication, and conflict handling) with customer loyalty. Design/methodology/approach - Data for the research were collected through a survey of customers of banks in Malaysia. Hierarchical Multiple Regression Analysis (HMRA) was used to estimate the moderation effect of gender in the RM-customer loyalty relationship. Findings - The results show that the four underpinnings of relationship marketing are directly associated with customer loyalty. Significant gender difference exists in the trust-loyalty relationship. Women are significantly more loyal than men at higher levels of trust in the bank. Gender does not moderate the relationship between commitment, communication, conflict handling and loyalty. Research limitations/implications - The research focuses on banking services; further research in other sectors may be necessary before generalization can be made on the entire service industry. In this study, gender plays an important role in customer loyalty. Female customers tend to be more loyal than male customers when the bank is highly trustworthy. Practical implications - Banks should increasingly demonstrate that they are trustworthy in order to keep customers loyal, more so female customers. They should also be committed to service, communicate effectively and handle conflicts well. Originality/value - Although there are studies on relationship marketing and customer loyalty, research on gender roles is very limited. By contributing to the body of knowledge in this area, this research adds significant value. Moreover, the study presents valuable information on the market behaviour of customers in Malaysia, which may be unfamiliar to many readers.
    View less >
    Journal Title
    Marketing Intelligence & Planning
    Volume
    24
    Issue
    1
    DOI
    https://doi.org/10.1108/02634500610641552
    Subject
    Marketing not elsewhere classified
    Marketing
    Publication URI
    http://hdl.handle.net/10072/58428
    Collection
    • Journal articles

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander